Lecture-Reflections on Lazarsfeld and Merton

Lecture-Reflections on Lazarsfeld and Merton - 11/22/11...

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Unformatted text preview: 11/22/11 Media Effects: Reflections on Lazarsfeld and Merton, Mass Communication, Popular Taste and Organized Social Action (1948) or Reflections on footnote 6 in Chapter 1 of Personal Influence ... It is important to note that some of these longer range effects which have barely been looked into promise to reveal the potency of the mass media much more than do campaign effects. page 19 Lonesome Gal: radio in late 40s and early 50s Program is broadcast in 58 markets and Jean King records 285 programs a weeka different one for each city. To get the proper "hometown atmosphere" she corresponds with chambers of commerce across the nation, getting the names of local streets, parks and people. She produces the show from a studio built inside her home. Broadcast nationally 1948 - mid 1950s. Identity revealed 1953 Targeting men Program is so successful, she moves to LA and very shortly after she produces a program that is produced in 58 different markets, 285 programs a week that are 15 minutes long She can tailor or customize her broadcast, personalizing the message She work a mask until 1953 Had national advertisers and local advertisers, ex) Bond Street Tobacco 71 hours of programming a week Paul Lazarsfeld Robert Merton Herta Herzog Pioneered the study of radio listeners, soap operas in particular No surprise that there was only one woman Men thought soap operas werent worth thinking about Hadley Cantril Social Concerns with Mass Media Ubiquity Specter of magical powers Public Relations and Psychological Exploitation Organized business as most important power group Basic change in structure of social control Deterioration of Aesthetic Tastes and Standard Social Functions of Media: Status Conferral Confers status on selected public issues, persons, organizations and social movements The media has to confer status by virtue of being in the media, being a subject/topic/image of media especially if its more than one People who are in media are given height in status elevates social standing Legitimizes and enhances authority Significantly influence how we think Seems to work no matter what period youre in Below prestige Social Functions of Media: Enforcement of Social Norms Expose deviations to public scrutiny and reaffirms application of the social norm Presidential candidates are running into trouble with whats going on in their private lives Watchdog for social norms Closes gap between private attitudes and public morality Lynching of Emmett Hill Public exposure is institutionalized by the mas media Moving across genres radio, television, print Social Functions of Media: Narcotizing Dysfunction Promotes superficial concern Offers vicarious action Knowing about v. doing something about Knowing about and supporting it passive from our seat, we believe that weve taken action, done something, been a good citizen Media as a social narcotic Private Ownership and Social Effects Social Conformism...
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This note was uploaded on 12/13/2011 for the course COMM 3287 taught by Professor Madger during the Fall '11 term at NYU.

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Lecture-Reflections on Lazarsfeld and Merton - 11/22/11...

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